In marketing, clarity is extremely important! Your marketing messages need to clearly state what you do, what the benefits of your services are and why a potential client should do business with you or buy from you!
Clear marketing messages command a potential client’s attention with laser-like precision!
Sadly, most small businesses use a foggy, conversational approach to their marketing and as a result, they lose stacks of business unnecessarily!
Most small business websites lack clarity
When you read the wording (or the copy) on the homepage of a typical small business website, it rarely gives you the core information you need! Instead, you usually find a welcome message and some general ‘blurb’ about the company. There’s nothing there to motivate the visitor / reader to click anything or do anything. As a result, most people quickly leave these sites and stacks of potential sales and enquiries are lost. This vague, generalised approach to marketing is a complete waste of time and money!
I recently saw a website for a company that had the following headline across its homepage…
“Providing integrated business solutions to SME’s.”
Apart from mentioning that they work with SME’s (Small to medium-sized Enterprises), I have no idea whether they are; business advisers, software developers, accountants, recruitment specialists, hr consultants or anything else!
To make your marketing message stronger- try this!
Take a look at your existing marketing. Read your website, your sales letters, marketing emails and brochures or flyers etc. Make sure that each of your marketing messages explains clearly:
1. What you do.
2. How it will directly benefit the reader.
3. Why they absolutely need it (right now if possible).
4. Why they should buy ‘it’ from you (and not someone else).
This simple exercise can produce immediate, measurable results!